Atari
USA Operations, Have Filed for Bankruptcy In Order To Separate From its French
Parent, A New Start For The Gaming Legend?
The
game console legend Atari Inc. and three of its affiliates filed petitions for
Chapter 11 reorganization in U.S. Bankruptcy Court in New York late Jan. 20th,
2013.
DOING
WHAT?
So,
first question is what was Atari still doing in business in the first place?
Didn’t they make game consoles in the 1980’s? Since the early 2000s it has been
closely tied to French company Infogrames, which changed its name to Atari S.A.
in 2003 and in 2008 acquired all the gaming pioneer's American assets. The
31-year-old brand is still known worldwide for its pioneering role with video
games such as "Pong" and "Asteroids," but Atari has been
mired in financial problems for decades.
The
latest CEO, Jim Wilson has been with the company since 2008, and has been CEO
of the French parent company since 2010 which he has run out of New York. He has
attempted to rebuild the company, which has just 40 employees in the U.S., by
developing games for smartphones and the Web based on well-known properties.
Among
these properties is the successful "greatest hits" compilation of
arcade titles and an updated version of "Pong." He has also licensed
the Atari logo for consumer products, a business that provides about 17% of the
company's revenue.
WHAT’S
REALLY GOING ON?
The U.S.
operations business has been improving over the year and make up the bulk of
Atari S.A.'s business.
Atari
S.A. has been profitable for the last two fiscal years, save for the effect of
a money-losing French subsidiary, Eden Games, that has been up for sale. Before
Jim Wilson came on board and took over as CEO, neither Atari S.A. nor Infogames
had been profitable for about a decade.
These
profits have been small ($11 million and $4 million, respectively, for the last
two fiscal years) and revenue plummeted 34% in fiscal 2012 and 43% in fiscal
2011, but still that is a long way from bankruptcy – so what gives?
Well,
Mr. Wilson and crew are hoping to break the American business free from French
parent Atari S.A. and in the next few months find a buyer to take the company
private. They hope to grow a modest business focused on digital and mobile
platforms.
This is
because the parent company has a bad financial situation by its near total
reliance on the London financial company called BlueBay Asset Management. A
$28-million credit facility with BlueBay lapsed Dec. 31, leaving Atari without
the resources to release games currently in the works, including a real-money
gambling title titled "Atari Casino."
Time to
dump the French frogs, and take the USA business to new heights with a new
owner, at least that is the plan.
It's
not yet clear who might step up to buy Atari Inc., although Mr. Wilson will
probably seek backers to help him keep control. It's also possible the company
could be sold to another buyer, whole or in pieces.
Time will
tell is Pong keeps rockin’!